Commercial Cleaning Services Search Marketing Report 2020
Search marketing has become an indispensable lead generator for the commercial cleaning services sector.
Before the COVID-19 pandemic swept the globe, 2020 was shaping up to be a year of strong growth for the industry.
This report looks at how the pandemic impacted search marketing in the commercial cleaning sector and highlights key trends to look out for in 2021.
Overview
We analysed the most popular Commercial Cleaning keywords to understand the types of queries that people use in Google search to find a cleaning company.
Specifically, we looked at the most common keywords and how often they are used over the past 5 years.
2020 was a year like no other due to Coronavirus, so we compared trends before and after the pandemic.
Using data from Google, we uncovered some very interesting findings.
Here is a Summary of Our Key Findings:
- ‘Deep Cleaning’ is the keyword which has the highest number of searches.
- Searches for ‘Fogging’ increased by 580% in 2020.
- Even before the Coronavirus pandemic, ‘Deep Cleaning’ was the search term that showed the best year on year growth (44%).
- ‘Industrial Cleaning’ is the only keyword that did not reach record levels of searches in 2020.
- Searches for ‘Commercial Cleaning’ more than doubled in 2020 compared to the previous four years.
We have detailed data and information on our findings below.
Introduction
The trends in the Commercial Cleaning Services Search Marketing Report 2020 provide a data-led understanding of the primary keywords people use to source a cleaning company. The data was analysed and developed by Hedgehog Digital a specialised SEO agency with over a decade of experience working within the cleaning industry.
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SECTION 01
Commercial Cleaning Search Volumes
UK Search Volumes 2020
These five search terms are amongst the most popular keywords that people used to find commercial cleaning service providers in the UK during 2020.
The monthly traffic column shows the average number of searches made for each keyword by month, averaged throughout the year.
Fogging is a term that would not have made this list last year, as it has become popular due to the Coronavirus pandemic.
Search Volume Insights
These high volume keywords are not location specific. For cleaning companies that cover a particular region, think about targeting the keyword plus your location. For example Industrial Cleaning + Coventry. If a search is made for Industrial Cleaning and the searcher is not seeing relevant local service providers in the search results they are likely to add their location to further filter their search.
SECTION 02
Office Cleaning
Office Cleaning | Five Year Trend
The term office cleaning is a well qualified search term for cleaning service providers that provide office cleaning services. The trends show an increase in searches for office cleaning during 2020. In the four years prior to 2020, the average number of monthly searches for office cleaning was 601. In 2020, this figure increased to 875 on average, an increase of 46%.
Office Cleaning Monthly Trends
Pre-Covid-19
Date Range: 2016-2019
Looking at monthly search volumes for the keyword ‘Office Cleaning’ for the four years prior to 2020 (pre Covid-19), we can see the periods when people are more actively searching for office cleaning services.
The most popular month is February, despite it also being the shortest month. November is the second most popular month. October has the fewest searches for ‘Office Cleaning’, followed by April.
Office Cleaning Monthly Trends 2020 (Covid-19)
Date Range: 2020
As with so many things, Covid-19 disrupted the way people searched for ‘Office Cleaning’.
Searches for ‘Office Cleaning’ increased by 46% compared to the previous four years. However, January, followed by March (when Covid-19 led to the first lockdown in the UK) and then September (when there was a resurgence of the disease) were the most popular months for people searching for’ Office Cleaning’.
'Office Cleaning' Annual Trends
Overall, the trend for people searching for ‘Office Cleaning’ has increased by 49% over the past five years, despite a dip in 2018.
Excluding 2020 (Covid-19) the previous four years showed an increase of 14%.
SECTION 03
Commercial Cleaning
Commercial Cleaning | Five Year Trend
‘Commercial Cleaning’ is the most commonly used keyword for businesses sourcing a service provider. Whilst the ‘Commercial Cleaning’ search term has always been popular, in 2020 it grew by 141%. From 2016 through to 2019, the average monthly search volume was 607, but in 2020 it increased to 1464.
Commercial Cleaning Monthly Trends Pre-Covid-19
Date Range: 2016-2019
The keyword ‘Commercial Cleaning’ peaks in the month of September. The peak in September is followed closely by March and December.
November has the fewest number of searches for ‘Commercial Cleaning’ followed by January
Commercial Cleaning Monthly Trends 2020 (Covid-19)
Date Range: 2020
Looking at the monthly trends in 2020, during the onset of Covid-19, behaviour in searches for ‘Commercial Cleaning’ changed significantly.
When the first lockdown happened in March, searches for ‘Commercial Cleaning’ dropped significantly.
This trend continued through the summer until August when searches increased until December.
'Commercial Cleaning' Annual Trends
Searches for ‘Commercial Cleaning’ were relatively consistent leading up to 2020.
But in 2020 there was a steep rise in searches for this keyphrase.
SECTION 04
Industrial Cleaning
Industrial Cleaning | Five Year Trend
The term ‘Industrial Cleaning’ is used to source specialised cleaning service providers for industrial environments.
Online searches for ‘Industrial Cleaning’ is the most consistent term in our dataset for search volume over the past 5 years.
During the past 5 years, the average monthly search volume for ‘Industrial Cleaning’ was 132.
Industrial Cleaning Monthly Trends Pre-Covid-19
Date Range: 2016-2019
For the four years prior to 2020 (pre Covid-19), the peak months for online searches for ‘Industrial Cleaning’ are February, July and October.
April, November and December have the fewest searches.
Industrial Cleaning Monthly Trends 2020 (Covid-19)
Date Range: 2020
When the 1st lockdown was announced in March, it resulted in a very large drop between April and June.
April was 14% down compared to the average for the previous four years.
Searches picked up again in July and during the second half of the year out-performed the previous 4 year averages.
'Industrial Cleaning' Annual Trends
Breaking down online searches for ‘Industrial Cleaning’ over the past five years, the number are very consistent.
SECTION 05
Deep Cleaning
Deep Cleaning | Five Year Trend
‘Deep Cleaning’ has always been popular, but never more so than in 2020.
In 2020, searches for ‘Deep Cleaning’ increase by 37%.
Over the past 5 years this search term has grown annually, increasing by 97% when comparing 2016 to 2020.
Deep Cleaning Monthly Trends Pre-Covid-19
Date Range: 2016-2019
Monthly search trends for the keyword ‘Deep Cleaning’ highlight September as the most popular month in the year.
There are no ‘low months’, although May has statistically been the month that has the fewest number of searches for ‘Deep Cleaning’.
Deep Cleaning Monthly Trends 2020 (Covid-19)
Date Range: 2020
‘Deep Cleaning’ has been in demand since the pandemic started, highlighted by the increase in searches during 2020.
There was a record increase in March (1st lockdown) and although this month was exceptional, the searches throughout the year were considerably higher than previous years.
SECTION 06
Fogging Cleaning
Fogging Cleaning | Five Year Trend
‘Fogging’ has been popularised due to COVID-19 as it cleans and sanitises large areas quickly and effectively.
Online searches for ‘Fogging’ increased by 580%.
From 2016 through to 2019, the average monthly search volume was 1722, but in 2020 it increased to over 11,000.
Fogging Cleaning Monthly Trends Pre-Covid-19
Date Range: 2016-2019
Before 2020 (pre Covid-19), ‘Fogging was showing an increase in demand, growing by 22% over the four years.
Demand for ‘Fogging tends to be strongest in October and November and over winter. With less demand in the warmer months.
Fogging Cleaning Monthly Trends 2020 (Covid-19)
Date Range: 2020
As COVID-19 spread throughout the UK, ‘Fogging’ became a popular solution to decontaminate buildings.
Searches for ‘Fogging’ online increased by 580% compared to the previous four years.
July was the peak in 2020 with over 2,000 searches made in one month, although searches for ‘Fogging’ were significantly higher from May onwards.
How to use this data
Location
The high volume keywords used in this report are not location-specific. For cleaning companies that cover a particular region, think about targeting the keyword plus your location. For example ‘Industrial Cleaning + Coventry’.
If a search is made for Industrial Cleaning and the searcher is not seeing relevant local service providers in the search results they are likely to add their location to filter their search.
Trends
Deep Cleaning has been growing in popularity, even before the Coronavirus pandemic. If this is a service you offer, you should consider how you can tap into this growing trend
Fogging is a term that has become mainstream due to the pandemic. Whilst its popularity is likely to reduce when the pandemic eases, people are now more aware of this method of disinfection so it should maintain some of its popularity.
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